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Corporate brand management in a charity context: the internal communications challenge.

Ramjaun, T. R., 2020. Corporate brand management in a charity context: the internal communications challenge. Corporate Communications: an international journal, 26 (2), 296-310.

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DOI: 10.1108/CCIJ-05-2020-0083


Abstract Purpose The purpose of this paper was to investigate the practical issues and challenges faced when managing a corporate brand internally within a charity context from perspectives of both senior managers and grassroots volunteers. Design/methodology/approach An interpretive exploratory approach was adopted, where emphasis was placed on giving voice to participants considered as knowledge agents. Data collection methods included a combination of interviews and participatory observation. In-depth qualitative interviews were carried out with seven volunteers (including five branch chairs and one trustee) and five senior managers (chief executive officer [CEO], head of fundraising, national and regional directors and head of information and helplines). Participatory observations included visits in five branches as well as participation in two volunteer-targeted events. Findings Findings from this study revealed the complexities of managing a charity brand internally with several issues and challenges relating to internal communications. Also, three major themes emerged from insights gathered from both senior managers and volunteers, which are as follows: (1) internal brand clarity, (2) internal relational communications and (3) internal brand presence. Originality/value The key contribution of the paper lies in exploring the challenges of managing a corporate brand internally from both the perspectives of senior management and volunteers within a unique charity context. The study adds insights on the issues and tension faced by charities in managing their brands internally and provides a series of practical recommendations that might help charities in strengthening their brands from inside.

Item Type:Article
Uncontrolled Keywords:Corporate Branding ; Internal Communications ; Non-profit organisations
Group:Faculty of Media & Communication
ID Code:34320
Deposited By: Symplectic RT2
Deposited On:23 Jul 2020 13:52
Last Modified:14 Mar 2022 14:23


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